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Factors Affecting Trust in B2C E-Commerce: A Case Study on Foreigners Residing in Turkey from Middle East and North Africa Region

Oluşturulma Tarihi: 15-02-2018

Niteleme Bilgileri

Tür: Tez

Alt Tür: Yüksek Lisans Tezi

Yayınlanma Durumu: Yayınlanmamış

Dosya Biçimi: PDF

Dil: İngilizce

Konu(lar): TEKNOLOJİ,

Yazar(lar): Alsway, Salahaddin Ali Naser (Yazar),

Emeği Geçen(ler): Çağıltay, Nergiz Ercil (Danışman),

Anahtar Kelimeler

Trust, B2C e-commerce, Risk, Web design, Marketing, Turkey


E-services are a real revolution at present as they have contributed to time savings and speeding transactions in addition to transferring business from traditional to electronic. E-commerce crosses borders and makes possible the completion of purchases from thousands of miles away. In other words, buying and selling products and services online is possible through e-commerce services, with all transactions being performed electronically, without actual contact between the customer and merchant. However, the quality of these services is critical for the improvement and success of e-commerce. Certainty and confidence in e-commerce should be essentials factor to improve trust. A combination of self-regulation, technology, and legislation should be adopted by enacting similar regulations and regulations applied in the traditional trade to protect consumers and identify related consumer obligations. Trust is a critical factor in developing relationships between online merchants and customers. Faith is also necessary to close the gap between the developments in information systems and people’s understanding of their socio-economic impacts (such as an information system’s perceived effect on customer confidence). This study reviews the results of previous confidence studies from a social, economic and technological perspectives and it sets a comprehensive model for maintaining trust in online transactions to identify ways to increase trust. For a better understanding of trust in e-commerce, we prepared a questionnaire and sent it to foreign people living in Turkey. The study relied on the answers to the questions about the correlation between the factors affecting trust and whether there was an impact on the direction of the market and also whether there was a statistical significance between the demographic variables of the questionnaire respondents. The SPSS application was used to analyze the data collected. The results showed that the factors that directly affected confidence in B2C include market orientation, perceived security, technological doctrine, and relational excellence. Therefore, we needed to develop a comprehensive model that explained the interaction between the factors that affected trust in e-commerce. Trust e-commerce consists of four dimensions, namely ability, goodness, integrity, and predictability. Moreover, based on our results there is a need to improve security features and privacy issues, which can be carried out by updating the previously proposed model to address B2C confidence factors in e-commerce.






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